Case Study Overview
Turning a New Website Launch into a 74% Conversion Growth Engine
TransWorld Equipment is a crucial player in the global supply chain, serving as a leading supplier of specialized intermodal transportation equipment. For over 25 years, they have built a strong reputation by providing companies worldwide with the essential, heavy-duty hardware needed to move goods by truck, rail, and sea.
- Material Handling
- Content Creation & Strategy, SEO/Site Optimization
The Challenge
Mitigating Risk and Maximizing Opportunity in a Website Relaunch
Launching a new website is a pivotal moment for any business, offering an enhanced user experience and modern design. However, it also presents a significant risk to search engine visibility. Without a meticulous technical SEO strategy, a site migration can lead to catastrophic drops in organic traffic due to broken links, improper page redirects, and indexing errors.
TransWorld Equipment understood these risks. They needed a strategic partner to not only prevent a post-launch traffic decline but to harness the power of their new site to achieve precisely the opposite: capture new organic traffic and, more importantly, convert that traffic into qualified leads.
The Big Idea
Transform a Moment of Risk into a Catalyst for Growth
Our guiding principle was to treat the website launch not as a defensive maneuver, but as a powerful offensive opportunity. Combining a meticulous, risk-mitigating technical plan with a forward-looking growth strategy, we transformed a moment of potential vulnerability into the single most significant catalyst for TransWorld Equipment’s organic lead generation.
The Results
Unprecedented Organic Growth and Pipeline Health
By executing this strategic SEO plan, Site-Seeker ensured TransWorld Equipment’s new website didn’t just survive the launch—it thrived. The full year following the migration produced record-breaking results from the exact audience they wanted to reach.
47% Increase in Organic Traffic: The new site saw a massive surge in visitors from search engines, validating the technical health and enhanced optimization.
74% Increase in Organic Conversions: Most importantly, the quality of the new traffic was exceptional. A 74% growth in conversions from organic visitors directly translated into a healthier sales pipeline and a clear, measurable return on investment for TransWorld Equipment.
47% Increase in Organic Traffic and a 74% Increase in Organic Conversions
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
A Proactive SEO Blueprint for Growth
Site-Seeker developed a comprehensive SEO strategy designed to de-risk the migration process and ensure the new website launched with a powerful foundation for growth. Our approach was built on foresight, precision, and continuous optimization.
Preserve and Grow Equity
Our primary insight was that a website migration shouldn’t just be about preservation. It’s a rare opportunity to audit and improve upon existing SEO equity. The strategy was to protect every valuable link and piece of content while simultaneously optimizing the new site structure to outperform the old site from day one.
Technical Health as the Foundation
We knew that even the best content would fail if the site’s technical foundation was flawed. Our strategy prioritized creating a technically pristine environment where search engines could crawl and index with maximum efficiency.
Traffic Quality Over Quantity
While increased traffic was a goal, the ultimate strategy was to attract more qualified visitors. This meant ensuring that every optimization, from title tags to internal links, was aligned with the search intent of TransWorld’s ideal B2B customers.
Execution
A Meticulous Overhaul of Paid Advertising Campaigns
Site-Seeker implemented a meticulous, multi-phased SEO plan before, during, and after the launch:
Pre-Launch Technical Audit & Redirect Mapping
Before the new site went live, we conducted a complete crawl of the old site to identify all valuable pages and their existing SEO authority. We then created a comprehensive 301 redirect map, a critical blueprint that tells search engines exactly where to find the new version of every old page, ensuring a seamless transfer of link equity.
On-Page Optimization & Content Enhancement
We didn’t just transfer old content; we improved it. This included writing and implementing new, keyword-rich title tags and meta descriptions for every key page, ensuring they were optimized for modern search algorithms and user click-through rates.
Launch Day Vigilance & Error Correction
On launch day, our team immediately crawled the new live site to identify and correct any broken links or redirect errors that occurred during the migration. This rapid response was crucial to prevent search engine confusion and potential ranking drops.
Post-Launch Internal Linking & Authority Flow
Once the site was stable, we executed a strategic internal linking strategy. By linking relevant pages to one another, we helped distribute page authority throughout the new site, signaling the importance of key product and service pages to search engines.
Continuous Optimization & Monitoring
Our work didn’t stop at launch. We have continued to provide ongoing SEO support, monitoring site health, and optimizing both existing and newly created pages to ensure sustained growth and capitalize on emerging search trends.
This case study is a testament to the power of a proactive, technically sound SEO strategy in turning a necessary website upgrade into a powerful engine for business growth.
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